title page
Abstract
Contents
1. INTRODUCTION 13
1.1. Research Background 13
1.2. Research Purpose 15
2. INTERNET PROTOCOL TELEVISION 17
2.1. Concept of IP-TV 17
2.2. Market Forecast 18
3. LITERATURE REVIEW 20
3.1. Theory of Reasoned Action 20
3.2. Technology Acceptance Model 21
3.3. Perceived Playfulness 23
3.4. Telepresence 24
3.5. Perceived Savings 26
4. RESEARCH MODEL 27
4.1. Research Model 27
4.2. Hypotheses 28
4.2.1. TAM 28
4.2.2. Perceived Playfulness 29
4.2.3. Telepresence 29
4.2.4. Perceived Savings 30
4.2.5. Subjective Norm 30
5. RESEARCH METHODOLOGY 32
5.1. Data Collection 32
5.2. Reliability and Validity of Measurement Model 35
6. RESULTS 37
6.1. Model Fit 37
6.2. Hypotheses Testing and Discussion 38
6.2.1. Total Users 39
6.2.2. Experienced Users 42
6.2.3. Inexperienced Users 43
7. CONCLUSION 47
7.1. Summary 47
7.2. Implications 49
7.3. Limitations and Further Works 50
국문요약 51
REFERENCE 54
APPENDIX 1. Measurement items 61
APPENDIX 2. Questionnaire 64
ACKNOWLEDGEMENT 73
CURRICULUM VITAE 74
Table 1. Demographic Attributes 33
Table 2. Definition of Measurement 34
Table 3. Scale Reliability and Convergent Validity 36
Table 4. Overall Model Fit Indices 38
Table 5. Results of Hypotheses Tests 45
Figure 1. Subscribers 18
Figure 2. Market Size 19
Figure 3. Theory of Reasoned Action (TRA) 20
Figure 4. Technology Acceptance Model (TAM) 21
Figure 5. Research Model 27
Figure 6. Results for Total Users 39
Figure 7. Results for Experienced Users 41
Figure 8. Results for Inexperienced Users 43